Background Information
Rover is an extended brand of car models that were made by the British-Leyland Motor Corporation in the 20th century and currently owned by the Shanghai Automotive Industry Corporation (SAIC). It is an iconic brand that has been associated with the United Kingdom and its innovation in the development of the first automobiles.
Rover was initially founded in 1878 by John Kemp Starley in Coventry, United Kingdom as his own project, but by the turn of the century it had been taken over by William Morris and subsequently sold to British Leyland. While British Leyland went through various shifts in ownership and inconsistent performance during its lifetime, the Rover brand became its most recognizable division, even ending up at BMW after a brief period when Rover was a publicly-traded company.
History
The success of the Rover brand began in the early 20th century when William Morris bought the car division. With its founding father, Starley, at the helm, Morris had its first successful design, the 11.9, competing with Austin and Morris Cowley. This success was followed by the 14/6 and 16/6 models. The outcome of this work was visible in the two-CARs model used by British Leyland from the 1970s, until it was later renamed Rover in 1978.
During the 1980s, Rover continued to grow and expand, launching the Metro City-Coupe and the 200 and 400 ranges. Unfortunately, this growth did not sustain, with Rover ultimately facing financial difficulty in the early 2000s. In 2004, Rover was acquired by Phoenix Venture Holdings, a venture capital group comprising of four British tycoons. Two years later, Phoenix sold the company to the well-known automaker, BMW, which quickly axed all Rover-branded models, except for a few car-based items. This marked the end of the Rover brand in the United Kingdom.
Current Ownership
In 2008, Rovers ownership changed once more. This time, the Shanghai Automotive Industry Corporation (SAIC) acquired the rights to the Rover brand, starting a new chapter. Soon afterwards, the company released a set of new Rover models, developed in cooperation with BMW, including the 75 and Streetwise.
But the partnership between BMW and SAIC was short-lived. In 2014, the former sold off the remaining interest it had in the company. Then, in 2017, the Chinese automotive giant invested heavily in the brand and opened up a new production facility in Birmingham, United Kingdom.
Impact on British Car Industry
From its beginnings in the late 1800s, the Rover car company has had a significant impact on the British car industry. It was one of the most formidable car-makers of its time and brought much-needed innovations and design ideas to the market. It also set a trend for cooperation between the UK’s leading technology and car manufacturers, which later saw the likes of General Motors and Fiat enter into successful partnerships with British automakers.
However, the last decade has been particularly difficult for the brand, with many considering the collapse of Rover to be a symbol of the decline of the British car industry. This decline had been attributed to a number of external factors, such as the global financial crisis, weak consumer demand, and an influx of foreign-made cars, meaning the decline of the British car industry has been especially hard on Rover.
Possibility of Revival
Despite the struggles of the past, many experts think that the Rover brand can still be revived. The current owners, SAIC, have shown an interest in developing the company and have invested heavily in new production facilities in the United Kingdom.
However, as with all venture investments, it remains to be seen if the renewed effort can revive an iconic brand. To do this, SAIC will need to identify and develop new models, targeting the tastes and trend of current and potential customers. This, in turn, requires investment in research and design, as well as developing the partnership between SAIC and key stakeholders in the car industry.
Product Range
The Rover car company currently boasts a range of products, with models that span across various segments and categories. Of these, the flagship models are the Rover 75 and Streetwise. The 75 is an executive vehicle that has been designed in line with BMW’s standards and offers luxury, comfort and advanced technology at a competitively priced range.
The Streetwise, on the other hand, is a hatchback designed for a younger demographic. While it does not offer the same level of luxury as the 75, it still manages to offer advanced technology and a sleek, stylish design at an affordable price.
In addition to these, the company also sells the 200, 400 and Metro City-Coupe. These models have been designed to be more affordable, but still offer drivers a range of features and options that can be tailored to the wants and needs of the individual.
Market Planning and Strategy
The success of the Rover car company will depend on its ability to create a market plan and strategy that can effectively reach and target potential customers. To do this, it will need to have a clear understanding of the wants and needs of its customers and be able to develop models and marketing campaigns that will resonate with them.
In addition, it is essential that the company adopts the right pricing strategy that can meet the needs of different segments of the market, while not compromising on quality. By doing this, it can develop a successful plan that can generate long-term sales and profits.
Conclusion
The Rover car company has a long and rich history and has had an undeniable impact on the British car industry. However, in recent years, it has struggled and its future remains uncertain. To revive its success, the current owners will need to carefully devise a plan and strategy that can effectively target potential customers, while not compromising on the quality of their cars.
